Market Research company The Media Audit has released data showing correlation between reading daily newspapers and listening to podcasts every day. “The analysis found a high correlation between newspaper readers and podcast listeners,” according to Editor & Publishers, which released some of the findings HERE.
From that report we learn some key takeaways:
- Newspaper readers are highly engaged media consumers.
- National newspaper readers are particularly engaged.
- Podcasts attract a similar audience demographic.
- Affluent and educated audiences drive engagement
A single graphic tells a compelling story of how daily podcast listeners over-index for newspaper reading, even breaking out three specific papers:
The data come from a national survey across 43 markets, with a sample size of 53,000.
“As media consumption habits evolve, these insights reaffirm the enduring relevance of newspapers while highlighting the increasing role of podcasts in reaching an influential, information-hungry audience.” — Phillip Beswick, CEO, The Media Audit.